Digital B2B Marketing

AUGUST 2, 2011

There is not one magical strategic plan for a business, there are multiple strategies that will be effective for your business (and a few that will not be). Particularly in smaller businesses, you may have a knowledge gap. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

APRIL 25, 2012

If my goal was to promote Babcock & Jenkins , the agency’s work would be more prominent on this blog, but my overall activity would be very similar. Include comments with your tweets and comment on the blogs posts you share. Your Turn Have you used Triberr for business? Take time to engage.

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

FEBRUARY 9, 2012

But unless your business is marketing, thought leadership needs to come from your business. Thought Leadership Is Human Today, it seems some businesses are so busy humanizing their company or brand that they forget to include real humans. Marketing can facilitate, organize and amplify.

Thought Leadership 100

Thought Leadership Wikipedia Paid Search Agency Blogger 100

Digital B2B Marketing

JULY 6, 2011

Said another way, the Anything-as-a-Service model gives customers the freedom they need to pursue the best course for their business. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: Business. We see this change playing out today.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

APRIL 25, 2013

Earlier this year someone started automatically sharing my blog posts using Twitterfeed. Most likely this wasn’t the only blog added to their list around that time, but I don’t know that with certainty. I continue to see my own social media usage, and this blog, in part as one (growing) experiment and learning exercise.

RSS 100

RSS Social Media Twitter Traffic 100

Digital B2B Marketing

JUNE 12, 2013

You have created a great industry blog and library of premium content. You are seeing strong traffic, engagement with your blog content and a steady increase in registrations for your premium content. Congratulations, you are a B2B content marketer. You promote your content through search, social, emails, newsletters, even banners.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

OCTOBER 13, 2011

They don’t monitor Twitter outside of business hours, when many of their customers are riding the train. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: Business , Rants , Strategy. Trimet ignored my tweets complaining about service.

Service 100

Service Training Twitter B2B Marketing 100

Digital B2B Marketing

APRIL 11, 2013

Your organization was on board when it was cheap, when you could drive results with thoughtless blog posts slammed out in 10 minutes or created by an offshore SEO company. Content was part of SEO, social or a crazy skunkworks company blog experiment. Content was a supporting element only.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

APRIL 22, 2011

As personal relationships in your business are replaced by machine-personalized communications, your passion has been lost. Lisa, who runs Our Little Farm and Nursery, a small local business that sells, among other things, vegetable starts, immediately found something we have in common, and she is passionate about it.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

JULY 7, 2011

Emotion is the root of business needs. Very few businesses have an absolute need for a 38 page per minute printer. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: Branding , Business , Demand Generation , In Theory. Our beliefs are emotional!

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

APRIL 28, 2011

When you consider what social networks can become key marketing channels for your business, there isn’t one right answer. Each audience is different, and the question for your business is not what is best, but what is best for you. Blogs and media companies : where is their content widely shared?

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

MAY 7, 2012

At today’s pace of business, time is a luxury few business initiatives are afforded. Committing a meaningful investment of time, money and attention over multiple quarters for what is still a trial is nearly impossible for most businesses. Your social media program needs time. It needs months, quarters or even years.

Budget Programs 100

Budget Programs Social Media Curation Case Study 100

Digital B2B Marketing

JUNE 9, 2011

Customers Drive Your Business, They Are Not Your Assets. Customers are incredibly valuable, and the things that are valuable in business are assets. Likewise, customers are assets, but labeling customers “assets&# doesn’t begin to capture the real value of customers to your business. You Own Assets.

Twitter 100

Twitter Analysis Analytics B2B Marketing 100

Digital B2B Marketing

MAY 24, 2011

You understand my needs and my business. By taking the time to create an appropriate solution instead of sending me a solution sheet without context, you show my business is important and worth investing in. It is sized for my business, it works in my environment. You have a solution for me. You respect my time.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

JUNE 7, 2011

Judging by the $1 to $10 per month price tags for a number of tools, outside of business accounts, it isn’t very much. referred visits to this blog. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Real Price: Your Reputation and Influence. than Paper.li-referred

Social Media 100

Social Media Word of Mouth Cost Media 100

Digital B2B Marketing

JULY 26, 2011

Although my focus on numbers has evolved, in business, information still fuels me. With that, I’ll close and ask you to share a little bit about yourself, in a blog post, on Twitter, or in the comments below. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Keep personas focused on the business environment. If you are looking to develop better B2B personas or put your personas into action, pick up Ardath’s book and subscribe to her blog. Priorities, pain points, information sources, buying process, motivations and roles are key pieces of information.

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

DECEMBER 6, 2011

Looked at another way, Google averages two algorithm changes every business day. Participate in the Content Community Your company does not exist in a vaccuum, get out and comment on blogs and articles, join forums, and publish on other sites. Google makes approximately 500 search algorithm changes a year. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Looked at another way, Google averages two algorithm changes every business day. Participate in the Content Community Your company does not exist in a vaccuum, get out and comment on blogs and articles, join forums, and publish on other sites. Google makes approximately 500 search algorithm changes a year. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

JULY 14, 2011

Here is the definition of thought leader provided by Wikipedia: “Thought leader is business jargon for an entity that is recognized for having innovative ideas.&#. Thought leaders understand their own business, clients needs and the larger market context. I see the following as the key points: Thought leadership is recognized.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 13, 2012

In business, big data means far more than that. Today, businesses are creating the technology infrastructure and business intelligence applications that allow them to capture and draw insight out of big data. Modern media buying is giving businesses a way to act on all of this data, not just marketing data, in real time.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

AUGUST 25, 2011

Smartphones are already the preferred email device for one-third of executives under 40 , and 44% of executives expect a mobile device to be their primary business device ( PDF source ). You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Does it look OK on a laptop too?

Mobile Marketing 100

Mobile Marketing B2B Marketing Internet Marketing Twitter 100

Digital B2B Marketing

OCTOBER 11, 2011

Soon, not offering content that supports the research and buying process may be the equivalent of not having a website, phone number or email contact for your business. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Social Media. Filed under: Content , Social Media.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

MAY 22, 2012

In the past year, 88% of people report using white papers for business research, followed by 73% for webinars. Ebooks, blogs and podcasts all follow and have been used by more than 50%. However, based on recent research from DemandGen Report , marketers are turning away prospects by focusing on the wrong content far too often.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

JULY 28, 2011

Using media mix models, companies like KMart assess incremental business impact , accounting for the fact that TV is one of many channels. But when looking at overall business impact, these results are the color commentary , not the definitive answers. My verdict: KMart’s CMO is right. Here’s why: Scale. The Challenge.

Social Media 100

Social Media Media CMO Marketing Mix 100

Digital B2B Marketing

MAY 25, 2011

Jay Baer proposed in a blog post on Monday that Facebook for Business is Email Marketing 2.0 , and that email can then be used to value marketing efforts on Facebook. As your audience grows, reach increases, impressions increase and value to the business increases. The Changes to Email Marketing will Not End with Facebook.

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

JANUARY 19, 2012

Business and Personal separation. Many people separate their business and personal activity. Having employees share your businesses content may require changing corporate and employee culture. It pains me to write this realizing I still do not have a +1 button anywhere on this blog. How much further can employees reach?

Google 100

Google SEO Brand Identity Branding 100

Digital B2B Marketing

AUGUST 11, 2011

Most businesses are not ready for an opt-in marketing world, but if you claim to deliver value to your audience through marketing, considering it is a valuable exercise. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: Social Media.

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

JUNE 2, 2011

Ways to improve business or reduce cost that require purchasing your product are only valuable when I’m in market. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Stage zero content is fundamentally different from buying cycle content. No Investment Required.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

JUNE 28, 2011

These measurements are certainly not right for every business, but if you are going to manage towards valuable relationships while continuing to share measured results, I believe you must find equivalent measurements. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Media 100

Media Social Media ROI Media Plans 100

Digital B2B Marketing

JUNE 23, 2011

Your business probably already has an audience, one you likely have abused. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Your content was designed to benefit your audience and position your company favorably. Develop Your Own Audience.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

AUGUST 30, 2011

The buying process in some businesses is clearly defined, but it is not rational. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Does your woozle play a role in closing a deal in enterprise B2B? Yes, the perception of your company and offering is critical to closing deals.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

JUNE 14, 2011

If you curate content to share, Switchboard lets you answer the question “ how do we know the content we share connects with our target audience? &# With Switchboard, you see not only how many clicks you have on your content, you also see the firmagraphics, or business profile, of the audience that clicks on the links you share.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

OCTOBER 29, 2013

An example I recently came across is Passle’s State of Business Blogging 2013 report, with markedly different results from the Content Marketing Institute’s 2014 Benchmarks report. No wonder the results say social media is so important, the heaviest social media users are the only people who responded!

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

DECEMBER 2, 2013

According to a study referenced in Harvard Business Review, companies were 60 times more likely to get a qualified lead when they followed up within an hour versus waiting more than 24 hours. I’ll do my best to answer them in the comments on my blog, in future posts or on Twitter ( @wittlake ).

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

JUNE 21, 2011

Or is it a great platform for business connections and profiles. But on most blogs (this one is an exception, why is below), there are more tweets than LinkedIn shares. Through Triberr , each one of my blog posts is tweeted more than a dozen times using one of Triberr’s URL shortener. Sharing via LinkedIn.

Linkedin 100

Linkedin Content Ideal Customer Profiles Aggregators 100

Digital B2B Marketing

AUGUST 9, 2011

Finding a good partner will take time and they will also need time to get to know your business. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: Business , Strategy. Selling the value of strategic planning is a significant challenge.

Barriers 100

Barriers Planning B2B Marketing Advertising Agencies 100